Monday, June 20, 2011

Storytelling

From unbounce - what the landing page from your advertising should do:

Storytelling

Effective salespeople are good storytellers. Effective landing pages take an idea (the ad) and expand it into a clear and powerful motivational story. This is done through the implementation of persuasion design techniques. These include a hierarchy of content types or “chapters” including:

Unique selling proposition (USP)
A succinct and compelling overview
Rich media showing context of use (video or photography that shows the product or service in use) – see this page for an example: http://app.ibriteapp.com/ibrite-ipad-application/
A list of benefits and/or features
Testimonials and indicators of social proof
Directional cues to guide the user and direct interaction
A seductive call to action (CTA)